What role do norms, values and ideologies play in the construction and governance of search engines? How are visions and values translated into socio-technical design practices? How do place and cultural context matter in the development of search engines? These are the questions to be discussed in Astrid Mager’s lunch talk by drawing on her ongoing research on search engines in the European context. Starting from the assumption that search engines – like all other technologies – are shaped by cultural values, political frameworks and economic cultures, she will use the notion sociotechnical imaginary (Jasanoff and Kim 2009) to show how search technology and social order are co-produced in global, European and local contexts.